Live Performance Wear Customisation Experience

We partnered with Nike to deliver a live customisation experience for the launch of FAST - London’s first Nike running squad initiative led by artist JME and the BBK collective.

Spanning both a retail pop-up at Nike Town London and a large-scale finale event at Tate Modern, the activation combined live apparel personalisation, sport, music, and community-driven experiences across multiple locations in London.

Nike Town London Pop-Up

For ten days, we transformed Nike Town Oxford Street into an interactive customisation space where visitors could personalise Nike DRI-FIT performance wear in real time.

Using bespoke YR touchscreen software, guests created custom squad tees by selecting:

• Nike typography and graphics

• squad names

• mascots and branded artwork

• custom colourways and layouts

The experience was designed to be intuitive, fast, and highly visual, allowing participants to create unique apparel representing their squad identity.

Fastest Party at Tate Modern

The activation then moved to Tate Modern for the “Fastest Party at the Tate” - a large-scale celebration combining running culture, live music, art, and technology. Hundreds of squads completed a 5km race across London before arriving at the Turbine Hall, where they collected customised Nike performance tees produced live on-site.

Participants used our digital customisation platform to personalise their garments before production, creating a fully connected experience between the race, the venue, and the final product.

Live Production & Fulfilment

All garments were produced live during the event using our integrated live printing workflow.

To manage high-volume guest flow, we implemented:

• interactive touchscreen design stations

• live print production queues

• wristband-linked order tracking

• SMS collection notifications

This allowed guests to continue enjoying the event while their apparel was produced in the background.

Immersive Brand Experience

The Tate Modern event blended live customisation with large-scale experiential production, including:

• live music performances

• athlete demonstrations

• interactive installations

• immersive visual environments

• VR and AR experiences

YR’s live production systems formed a central part of the experience, transforming merchandise into an interactive engagement tool within the wider Nike FAST environment.

The Result

A multi-location Nike activation combining live apparel customisation, sport, and immersive event production across two of London’s most iconic venues. From the Nike Town retail pop-up to the Tate Modern finale, the experience demonstrated how live production and interactive technology can create meaningful brand engagement at scale.